marketing theories 2.pdf

Similarly 93 agreed that marketing goes beyond just

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Similarly, 93% agreed that marketing goes beyond just economic goods and services, and 83% favored including many activities in the domain of marketing whose ultimate result is not a market transaction (see Hunt 1976b, p. 19). Journal of Economics and Business Day (1992) “Day (1992, p. 324, 328) points out that ‘within academic circles, the contribution of marketing to the development, testing, and dissemination of strategy theories and concepts has been marginalized over the past decade,’ and he observes that ‘the marketing concept is nowhere to be found in ... discussion[s] of competing principles of management presumed to be causally related to the effectiveness of organizations.’”(cited in Hunt and Morgan 1995, p. 1) Journal of the Academy of Marketing Science Grönroos (1997) Grönroos concludes “that the simplicity of the marketing mix paradigm, with its Four P model, has become a strait-jacket, fostering toolbox thinking rather than an awareness that marketing is a multi-faceted social process, and notes that marketing theory and customers are the victims of today’s mainstream marketing thinking” (p. 322). Management Decision Brown (1995a) Marketing “yet has to fulfill its promise of providing a coherent structure for the discipline”. (p. 39) 46 London, Routledge 46 Misspellings of the original quote corrected.
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62 Critique Firat, Dholakia, and Venkatesh (1995) “Existing paradigms are totally incapable of handling this situation. Marketers have to ask what kind of models are appropriate to capture the postmodern dynamic of continual motion, fragmentation and shifting signifiers.” (p. 46) European Journal of Marketing Schneider (1983) “Marketing science is not a specialized discipline within business science, but purports instead to be able to provide better, “market-oriented” leadership knowledge than the management sciences in business science can. (...) “ (p. 200) 47 Zeitschrift für Betriebswirtschaftliche Forschung Workman, Homburg, and Gruner (1998) The authors observe a cross-functional dispersion of marketing activities and predict that this will lead to a reduction of the need for a strong marketing function. Journal of Marketing Moorman and Rust (1999) Marketing is seen “as a set of values and processes that all functions participate in implementing. In this view, marketing becomes everybody's job, which potentially diffuses the marketing function's role but increases marketing's influence” (p. 180). They conclude that marketing should co-exist with market orientation. Journal of Marketing Meffert (2000b) In his review of the state of marketing science in Germany, the author bemoans that marketing is missing a general theory and has become a reactive “ex-post” science that follows practice rather than proactively guiding it. Stuttgart, Schaefer- Poeschel Sheth and Parvatiyar (2000) An “alternative paradigm for marketing is needed, a paradigm that can account for the continuous nature of relationships among marketing actors.” The marketing discipline must “give up the sacred cow of exchange theory” (p. 140).
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